Social Media Strategy :: What is Web 2.0?

Article: What is Web 2.0?
By Julie Friedman Bacchini

The term “Web 2.0” was first coined in 2003 in an article in InfoWorld Magazine about the future of web technology. The actual definition can vary depending on the context or who is answering the question (and what they want to sell you!). However, a generally accepted definition of Web 2.0 is a set of technologies that allow for user-generated content and increased interaction between users and entities – think social networks, blogs, photo and video sharing, and applications like wikis. The term “Web 2.0” is mean to connote the “second generation” of the world wide web, hence the “2.0.”

In order to understand Web 2.0, it’s handy to understand some basic terms that are common to it:

Blog:
Short for web log, a “blog” refers to a web site that is an online journal for an individual. Blogs are typically updated daily and are generally reflective of the author’s personality. Blogs allow and encourage interaction with readers through active Comments sections. While you can disable the Comments functionality, most blog readers and users expect to be able to comment on your posts.

Microblog:
A form of blogging that involves short postings. Twitter is an example of microblogging, as is the Status Update feature in Facebook and LinkedIn.

Podcasting:
A system where you make syndicated content available for download and playback on an iPod or similar type of device.

RSS (Really Simple Syndication):
Technology that allows for syndication of web content. If you use RSS on your web site, users can sign up to receive feeds of headlines – for example, LinkedIn offers RSS for Questions section.

Vlog:
A video blog.

Wiki:
A type of mini-application which, when installed on a web site, will allow visitors to add, edit and/or delete content of the site. The most well known wiki employed site is Wikipedia – a comprehensive online “encyclopedia” that is compiled and edited by anyone.

Widget:
Small applications that users choose to download and install on their personal computers. Examples include stock trackers, weather updates and news updates (other than RSS feeds).

Some of the better-known Web 2.0 technologies include:

Facebook (www.Facebook.com)

What is it: A social networking site where you can create personal and/or business pages.
Cost: Free (advertising throughout the network is available on a paid basis)
Rough Demographic Profile – 54% female, 46% male, largest age demo is 18-34 representing 47% of users, fastest growing demo is women over age 45

LinkedIn (www.LinkedIn.com)

What is it: A social networking site created for business networking. Members can create detailed profiles of themselves, give and receive recommendations and request introductions to others via their network of connections.
Cost: Free (premium, paid accounts are available)

MySpace (www.MySpace.com)

What is it: A social networking site where you can create personal and/or business pages.
Cost: Free (advertising throughout the network is available on a paid basis)
Rough Demographic Profile – 56% female, 44% male, largest age demo is 18-34 representing 46% of users

Twitter (www.Twitter.com)

What is it: The most well-known microblogging web site where registered users can post 140 character microposts and you can follow any other Twitterers’ tweets. It has seen a surge in popularity in the past 6 months for both personal and business use.
Cost: Free

YouTube (www.YouTube.com)

What is it: A video sharing web site where registered users can upload short videos of anything and share them with the world. Viewers do not need to register to view videos. Video links can be embedded in other web sites and/or blogs. YouTube was purchased by Google in 2006.

When considering whether or not Web 2.0 technologies are appropriate for your business, be sure to avoid the “everyone is doing it” approach to marketing. Carefully examine your business, your target market, and the Web 2.0 options open to you, and make a strategic decision and a well-defined marketing plan. Your careful planning – not the Web 2.0 technologies in and of themselves – is what will result in a strong ROI.

You have my permission to reprint and distribute this article as long as it is distributed in its entirety, including all links and copyright information. This article is not to be sold or included with anything that is sold.

About the Author:

Julie Friedman Bacchini is President of Neptune Moon Design (www.NeptuneMoon.com), a full-service agency providing businesses and non-profit organizations with custom web designs, web site marketing plans, and strategic search engine optimization (SEO), all designed to build brand recognition, increase site traffic, and generate leads, clients, and revenue. Be sure to visit NeptuneMoon.com to read additional articles that will help you reach your business goals!